Mid-Continent Public Library
2015-2016 Customer and Community Research
Final Report
January 29, 2016
Introduction
In November and December 2015, a multi-stage research study was conducted by Patron Insight,
Inc., on behalf of the Mid-Continent Public Library.
While the methodology and the specific questions varied, the key topics addressed in each of the
research processes included the following:

The Library’s “brand,” meaning what individuals think of most often when they think
about the Library.

The Library’s “place” in the communities it serves, meaning its perceived impact on the
quality of life, its level of importance in comparison to other “public services,” and the
likelihood of support for a potential ballot issue.

The Library’s “challenge” in finding common ground between those who recognize
and appreciate what a library is today (and what it could become in the future), and those
who remain stuck in the era of Card Catalogs.
The research data and interpretations that are presented in this report were collected via three
methods:

Interviews with 11 Key Opinion Leaders, to gain knowledge and recommendations from
individuals who look at the Library more globally than might a typical member of the
community. (The list of Key Opinion Leaders who participated is included at the end of
the section on the interviews.)

Questions inserted into the annual online Customer Survey, distributed by the Library to
its cardholders, to gather opinions from those who know the Library best.
1

A random-digit dial telephone survey of 500 registered voter heads of household – male
or female – in Jackson, Clay and Platte counties (in appropriate proportions, as identified
by the Library), to learn the thoughts of a broad cross-section of residents. There was also
a question up front that confirmed that the potential respondent did not live within the
boundaries of the Kansas City Public Schools. The questions that were added to the
online Customer Survey were drawn from the telephone survey, to offer an opportunity
for comparison between the two audiences on certain topics.
After this introduction, this report is divided into three sections: Key Opinion Leader interview
findings, the telephone and online research results, and a summary.
Note: When the word “Library” appears with a capital first letter, it means Mid-Continent
Public Library. When the “l” is lowercase, it means libraries in general.
2
Key Opinion Leader interview results
Eleven Key Opinion Leaders from various segments of the region were interviewed – one on one
– to determine their perceptions of, and suggestions for, Mid-Continent Public Library.
The opinions expressed by those who were interviewed ended up placing the individual in one of
two groups. (These groups were not identified, or even considered, prior to the interview
process; they simply developed as an effective way to present the diversity of opinions heard
during the conversations.)
Group 1 consisted of individuals who have an ongoing, direct relationship with MCPL that
results in a clear and distinct benefit to the Group 1 member, to his or her organization, or
to those being served by that organization, such as through a philanthropic entity.
An example of the former is school districts, where the benefit is a partnership with the Library.
The latter includes those from the civic and philanthropic community who see the Library as a
community asset (providing access to knowledge to all residents) and an important plus in
community and economic development activities.
When asked to rank order the importance of the Library, as compared to other public service
entities and community-focused organizations, most of the Group 1 members would place
MCPL in the top one-third. The balance placed the Library in the middle one-third. (A list of
such entities and organizations was read to the participants, before the “Where would you place
the Library?” question was asked.)
Group 1 members unfailingly said they believed that the Mid-Continent Public Library was
better than average, as compared to other library systems, while also generally admitting that
they didn’t have extensive knowledge of other such systems – they just know that MCPL is
stellar.
The basis for this high grade was captured in phrases, such as “it’s a great resource for gathering
people,” “they have unique programs and they work to be innovative,” “the Library really
understands it customers’ needs,” and the Library is “integrated into the community.”
There was also strong praise from Group 1 for the Library’s leadership and for its active
willingness to partner with other community entities on activities that would contribute to
economic development.
3
Those in Group 2, who did not directly benefit from the Library in the same way that those
in Group 1 did, were a bit more pragmatic in their commentary.
For example, they would place the Library in the middle one-third or the bottom one-third, in
terms of its importance, as compared to other public service entities and organizations. Their top
one-third was dominated by safety and health care-related entities.
Aside from the ranking question, their opinions on Mid-Continent Public Library were somewhat
more general.
For example, the Library was described as a “basic community resource” that is “well-positioned
in the community.” Most of the Group 2 participants also offered praise for the Library’s “strong
programming, its efforts to be innovative to bring “knowledge to the people,” and that it seemed
to have a “good plan for the electronic resource age.”
Others were not quite as complimentary, with thoughts ranging from “libraries are in a state of
transition” (MCPL included) to more blunt comments, such as that libraries are “stuck in
history.”
When all the Key Opinion Leaders were asked where the Library could improve, and also
provided an opportunity to offer any other thoughts and comments, the answers included:










Need to stay ahead of the curve.
Look for new partnerships.
Be the research arm for community development.
Need better communication and outreach to educate residents on all the Library has to
offer.
Eliminate duplication of services.
Shelve any plans for iconic buildings.
We are truly blessed to have such a resource.
We would have had a different – and worse – conversation a year ago.
The beauty is in community connections; that is their great virtue.
Synergy works to build resilience in the community, and the Library helps us do that.
The opinions on the Library’s chances to pass a ballot issue were extremely mixed.
To increase the odds of ballot box success, the recommendations included the following:



More people need to understand what the Library has to offer.
They need to show me.
Be better at PR and marketing.
4





Show me your partnerships.
Co-brand with Kauffman.
Show me why libraries are important.
Explain why new buildings are needed.
Show how we are going to get the best bang for our buck.
As will be demonstrated in the report on the telephone and online surveys that follows shows the
range of opinions about the Library, its role in the community, and the likelihood of ballot
success varied significantly.
The Key Opinion Leader interview participants were as follows:
Bill Brown – Chairman, Lee’s Summit EDC
Dr. Dennis Carpenter – Superintendent,
Hickman Mills School District
Scott Cooper – Executive Director,
Hillcrest Transitional Housing
Jim Hampton – Executive Director, Clay
County EDC
Jerimiah Morgan – Deputy Solicitor
General, LDS Church
Dr. Mike Reik – Superintendent, Platte
County School District
Ron Scheiber – Commissioner, Platte
County
Sheila Tracy – President, Northland
Chamber of Commerce
Leanne Resinger – Director, Kansas City
Civic Engagement for the Kauffman
Foundation.
Robin Winner – Executive Director,
Synergy Services
Ann Whitaker – Board President,
Assistance League of Kansas City
5
Telephone survey of Jackson, Clay and Platte County registered voters and an
Online survey of MCPL customers – introduction
A random-digit dial telephone survey was conducted with 500 head-of-household (male or
female), registered voters living in Jackson, Clay or Platte counties. One other stipulation was
that those from the Jackson County segment could not live within the boundaries of the Kansas
City Public Schools.
The telephone survey covered topics such as identifying the words that would best describe MidContinent Public Library (a brand exercise), agreement or disagreement with a series of
statements about libraries in general, perceived likelihood of support at the ballot box for a
variety of public entities and organizations, and the level of support for a tax levy increase for
MCPL that would address facility needs and that would extend the hours of service at certain
locations, among other topics.
During a similar time period, Mid-Continent Public Library was conducting its annual online
survey of customers, and Patron Insight was given the opportunity to add questions to that
survey. Those questions dealt with the likelihood of support for ballot proposals from various
public entities and organizations, the word exercise to identify elements of MCPL’s brand, and
the support level for a potential tax levy increase proposal from the Library.
In reviewing this data, it is very important to remember that the telephone survey process
employed for this study produces results that are statistically reliable, on these topics, at the time
this survey was conducted. Taking the combined adult (over 18 years old) population of a little
more than 765,000 in the three counties, the Margin of Error for data in this report reflects the
views of the entire survey group of 500 respondents is 4.4%, at the 95% confidence level.
Online surveys have less statistical reliability, because they include only those individuals who
make an effort to take part. As a result, certain demographic characteristics – particularly the
location of the respondent’s residence – are typically out of balance with the accurate
information for that characteristic.
Make no mistake, however: Online research produces extremely valuable information. It is
simply important to remember that, when a question appears on both a telephone and an online
survey, the data from the phone survey has a higher degree of statistical reliability.
The results below are grouped by topic. The telephone survey questions are presented in the
order they appeared in the survey itself. The online results are shown in a cross-tabulation
format, to allow for easier comparison between the results for the two survey methodologies.
6
Topic: The importance of various public entities and organizations, including
“the public library”
After answering the questions that qualified individuals for participation in the telephone survey,
the respondents were read a list of various public entities and organizations.
As the list was being read, participants were asked to say, “Yes,” if they or a family member had
“interacted” with the entity or organization “within the last year or so.” Interacted was defined in
the question as being “personally used, visited, were served by, or directly benefited from the
specific organization or public entity.”
The purpose of this question is to read aloud the list of public entities and organizations that will
be discussed in the questions that follow.
Nonetheless, it is still interesting to note that “the public library” scored 47%, placing it second
out of 10, only being topped (with a score of 63%) by “Recreation programs and facilities, such
as parks and swimming pools.”
The set of questions that followed presented the same list of public entities and organizations. As
each one was read, the participant was asked to state what he or she thought the likelihood of
community support for a tax increase would be, if the need for such a tax increase could be
demonstrated. The answer options were “Very likely,” “Somewhat likely,” “Not very likely” and
“Not at all likely.”
Combining the “Very likely” and “Somewhat likely” responses, telephone survey participants
were most optimistic (91%) about support for a tax increase for “Recreation programs and
facilities, such as parks and swimming pools.”
In second place, with a score of 81%, was the fire department, followed very closely (at 80%) by
“the public library.” Two other entities had scores over 50%: “Local public school district”
(73%) and “Higher education facilities, like colleges, community colleges and career training
facilities” (63%). The lowest score – at 15% – was for “Public services, like water, wastewater
and trash pickup.”
Online survey respondents were a bit more positive overall, with results ranging from 70%
(each) for “Higher education facilities like colleges, community colleges, and career training
facilities” and “Public services, like water, wastewater and trash pickup” to 84% for the “fire
department.”
“The public library” scored 79%, placing it in fourth place (again, out of 10).
7
These results suggest that the Library is held in high regard by both the cross-section of residents
represented in the telephone survey and the Library customers who expressed their views via the
online survey.
It is important to remember, however, that this is a “for instance” type of question rather than
one about a specific proposal. Even so, Mid-Continent Public Library clearly would begin any
conversation about a proposal knowing that there is general appreciation and support for its
programs and services.
Note: Questions 1-3 confirmed that the individual was a head of household (either male or
female), a registered voter, and that he or she did not live within the boundaries of the Kansas
City Public Schools. Because a specific answer was required on these questions for the person to
continue with the survey, those questions and answers are not displayed here. Results on
questions with percentages may add to more or less than 100%, due to rounding. It is also
important to remember that any verbatim comments that appear in this report are each one
comment, by one person. Had they been indicative of a trend, they would have appeared in
enough quantity to merit presentation in the chart of responses that appears below the question.
In addition, the question language for questions that appeared on both surveys is presented in
this report using the telephone survey wording.
4. In what county is your residence located? Number of respondents in each county for
the telephone survey is based on the general population distribution in the areas served
by Mid-Continent Public Library, as identified by MCPL. Numbers, rather than
percentages, displayed. Number of respondents in each county for the online survey was
based on the number of customers (meaning individuals with a library card) that decided
to respond to the request to participate.
Response
TOTAL
Jackson County
Clay County
Platte County
Number/Telephone survey
500
295
145
60
Number/Online survey
11,287
6,285
3,358
1,644
8
5. My first question asks you to think back over this entire year, 2015. Which of the
following have you or a family member interacted with – at least once – during the
past year? By “interacted,” I mean you, or a family member, personally used,
visited, were served by, or directly benefited from the specific organization or public
entity. As I read this list, please say, “Yes” or “No.” Choices were read to respondents
and were rotated to prevent “order bias.”
Response
Recreation programs and facilities, such as parks and
swimming pools
The public library
Local hospital
Public services, like water, wastewater and trash pickup
Local public school district
Higher education facilities, like colleges, community
colleges and career training facilities
Police department or Sheriff’s office
Ambulance services
Public maintenance, such as street repairs
Fire department
Percentage/
Telephone
survey
63%
47%
41%
36%
31%
18%
12%
10%
9%
7%
As you know, citizens are often asked to support additional funding for construction or
renovation projects in their communities. I’m going to read the same list again. After I
read each one, please tell me how likely you think most people in INSERT RESPONDENT’S
COUNTY NAME County would be to support additional funding for that specific program,
service or entity, if a need could be demonstrated? I want to know if you think people
would be “very likely,” “somewhat likely,” “not very likely,” or “not at all likely.” Choices,
except where indicated, were read to the respondent, and the items being evaluated were read in
the same order heard by the respondent on question 5.
9
6. Police department or sheriff’s office
Response
Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know (not read)
Percentage/Telephone survey
4%
17%
63%
9%
7%
7. Local public school district
Response
Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know (not read)
Percentage/Telephone survey
8%
65%
19%
3%
4%
8. Higher education facilities like colleges, community colleges, and career training
facilities
Response
Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know (not read)
Percentage/Telephone survey
13%
50%
29%
6%
2%
9. The public library
Response
Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know (not read)
Percentage/Telephone survey
27%
53%
12%
2%
5%
10
10. Local hospital
Response
Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know (not read)
Percentage/Telephone survey
5%
38%
51%
4%
1%
11. Public services, like water, wastewater and trash pickup
Response
Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know (not read)
Percentage/Telephone survey
1%
14%
63%
17%
4%
12. Recreation programs and facilities, such as parks and swimming pools
Response
Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know (not read)
Percentage/Telephone survey
48%
43%
5%
1%
3%
13. Fire department
Response
Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know (not read)
Percentage/Telephone survey
22%
59%
18%
0%
1%
11
14. Ambulance services
Response
Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know (not read)
Percentage/Telephone survey
14%
30%
47%
8%
2%
15. Public maintenance, such as street repairs
Response
Very likely
Somewhat likely
Not very likely
Not at all likely
Don’t know (not read)
Percentage
<1%
16%
45%
28%
10%
12
Telephone and Online results
Results from the telephone survey respondents in rank order, based on the combined “Very likely/Somewhat likely”
percentage, along with the results from the online survey on the same questions, plus a breakdown of the online survey
responses by county.
Organization or public entity
Overall
score/Telephone
survey
Overall
score/Online
survey
Clay County
Recreation programs and facilities,
75%
91%
75%
such as parks and swimming pools
Fire department
84%
81%
84%
The public library
82%
80%
79%
Local public school district
82%
73%
81%
Higher education facilities like
69%
63%
70%
colleges, community colleges, and
career training facilities
Ambulance service
n/a
44%*
n/a
Local hospital
73%
43%
71%
Police department or sheriff’s office
82%
21%
81%
Public maintenance, such as street
69%
16%
76%
repairs
Public services, like water, wastewater
70%
15%
70%
and trash pickup
*Ambulance Service was inadvertently left out of this set of questions in the online survey.
Jackson County
Platte County
77%
70%
85%
81%
82%
71%
83%
75%
78%
69%
n/a
70%
82%
81%
n/a
69%
78%
77%
71%
68%
13
Cross-tabulation: Combined “Very likely/Somewhat likely” percentages from the telephone survey regarding the respondent’s
level of support for a ballot issue for the organizations and public entities listed, which would lead to a tax increase, by age of
the respondent, county of residence and gender. Note: “n” equals the number of respondents in each group. “Age” will not
square with the “overall” score, because 15 respondents refused to answer this question.
Organization or public entity
Overall
score
18-34
(n=89)
35-54
(n=209)
55 or
older
(n=187)
Jackson
County
(n=295)
Clay
County
(n=145)
Platte
County
(n=60)
Female
(n=278)
Male
(n=222)
Recreation programs and facilities,
such as parks and swimming pools
Fire department
The public library
Local public school district
Higher education facilities like
colleges, community colleges, and
career training facilities
Ambulance services
Local hospital
Police department or Sheriff’s office
Public maintenance, such as street
repairs
Public services, like water, wastewater
and trash pickup
91%
89%
91%
91%
92%
90%
92%
90%
92%
81%
80%
73%
63%
80%
76%
66%
64%
79%
80%
75%
62%
82%
83%
76%
65%
83%
79%
72%
60%
79%
81%
75%
67%
72%
85%
78%
72%
79%
77%
74%
61%
82%
84%
73%
67%
44%
43%
21%
16%
48%
48%
27%
12%
45%
42%
20%
16%
41%
43%
19%
17%
46%
46%
21%
19%
41%
37%
21%
14%
40%
47%
27%
10%
45%
42%
22%
17%
43%
46%
21%
15%
15%
18%
16%
12%
16%
12%
15%
15%
14%
14
Cross-tabulation: “Combined “Very likely/Somewhat likely” percentages from the telephone survey regarding the
respondent’s level of support for a ballot issue for the organizations and public entities listed, which would lead to a tax
increase, by whether or not the respondent has children under 18 in the home and whether he or she has personally “used the
services of a library in Jackson, Clay or Platte County” over the last year. Note: “n” equals the number of respondents in each
group. “Presence of children in the home” will not square with the “overall” score, because 19 respondents refused to answer
this question.
Organization or public entity
Overall
score
Children under 18
at home/Yes
(n=135)
Children under 18
at home/No (n=346)
Personally used the
library in the last
year/Yes (n=236)
Personally used the
library in the last
year/No (n=264)
Recreation programs and facilities, such
as parks and swimming pools
Fire department
The public library
Local public school district
Higher education facilities like colleges,
community colleges, and career training
facilities
Ambulance services
Local hospital
Police department or Sheriff’s office
Public maintenance, such as street
repairs
Public services like water, wastewater
and trash pickup
91%
90%
91%
84%
99%
81%
80%
73%
63%
82%
81%
75%
59%
80%
80%
70%
65%
72%
72%
66%
56%
90%
90%
82%
72%
44%
43%
21%
16%
53%
43%
23%
19%
40%
44%
20%
15%
42%
38%
18%
14%
45%
50%
25%
19%
15%
16%
14%
16%
16%
15
Topic: General familiarity with, and use of, the Mid-Continent Public Library
The survey then focused the attention of the respondents exclusively on the Mid-Continent
Public Library.
A total of 89% said that they were aware of the name “Mid-Continent Public Library,” before it
was read out loud in the introduction to this section of the telephone survey.
The results on any question dealing with a respondent’s “awareness” need to be taken with a
small grain of salt. Even though the question had language that would make it easier to say,
“No,” if that was, in fact, the case, it is very likely that some participants answered, “Yes,” so as
not to appear out of touch to the interviewer.
As such, while it is unlikely that 89% of the telephone survey participants were actually familiar
with the name prior to this study, it is a safe bet that the percentage is well over 50%.
Having addressed that issue, the survey asked respondents “about how many times” they,
themselves, had used the services of a library in Jackson, Clay or Platte County “over the last
year or so” and how many times they had accompanied someone on a library visit over that same
time period.
The most important data from these questions is the percentage of those who recall visiting the
library themselves or accompanying another person on his or her visit – no matter how many
times – and the percentage of those who say “Zero” to one or both questions.
This information tells us the percentage of users and the percentage of non-users who
participated in the telephone survey. It is likely that at least some of the users provided a visit
total that does not completely match with what actually happened, but those who said “Zero” are
probably accurate with that answer.
Again, the goal of these questions is define the size of the user audience and of the non-user
audience, not to analyze the differences between usage frequencies.
The next few questions have to do with one of the entities we have been talking about, and
that’s the public library. Jackson, Platte and Clay County are the home of a network of 31
library locations that are all part of the Mid-Continent Public Library system.
16
16. Were aware of the name – Mid-Continent Public Library – before I mentioned it
just now? It’s OK if you weren’t aware; many people that we’ve talked to so far
have not been aware of that name.
Response
Yes
No
Don’t know/not sure (not read)
Percentage
89%
11%
<1%
17. Thinking back over the last year or so, which of the following best describes about
how many times you, personally, meaning for yourself, have used the services of a
library in Jackson, Clay or Platte County. This could be in person at the library,
itself, or online. Would you say…? Choices, except where indicated, were read to
respondents.
Response
Zero
1 time
2 to 5 times
6 to 10 times
11 or more times
Don’t know/not sure (not read)
Percentage
53%
8%
14%
9%
16%
0%
18. What about accompanying someone – such as a child, a parent or a friend – when
they were using the library? About how many times in the last year or so have you
accompanied someone when they were using library services in Jackson, Clay or
Platte County? Is it… Choices, except where indicated, were read to respondents.
Response
Zero
1 time
2 to 5 times
6 to 10 times
11 or more times
Don’t know/not sure (not read)
Percentage
56%
9%
23%
3%
8%
1%
17
Topic: The elements of Mid-Continent Public Library’s brand
The survey then presented participants with a list of words that might be associated with the Core
Values of a business, a sports team, a person, an organization, or a public institution. Research
participants were asked to select, from that list of words, ones that they believed would represent
the Core Values of the Mid-Continent Public Library.
The difference in the results between the telephone survey of a random group of registered voters
in the counties served by MCPL, and the customers who chose to participate in the online
survey, is very informative and suggests more of a “benefit of the doubt” view among typical
residents than with customers.
For example:

Eleven of the Core Values were selected by more than 50% of the respondents for the
telephone survey; three of those 11 were 95% or higher. Among the customers who took
part in the online survey, five words were selected by 50% or more participants.

While the percentages differ, the three most frequently selected words were identical
between the two surveys (although the second- and third-most selected words switched
spots). Those words: “knowledge”, “affordability” and “education.”

The other words to score at least 50% on the online survey were “community” (59%) and
“reliability” (50%).

Below the 50% line, the range of responses was fairly narrow. At the top on the telephone
survey was “value” (46%) down to “commitment” (15%). A low score on this exercise
does not necessarily mean that the respondent believes MCPL is not, for example, “fun”
(which scored 30% on the online survey). It’s simply that they would not identify it as a
Core Value that guides the Library and its decision-making.
What this suggests is that an individual’s perception of the Library is significantly influenced by
whether he or she is a customer. Even considering that slightly more than 50% of the telephone
survey participants who said that they, themselves, had used library services or they had
accompanied someone who had, there was a definite difference in the point of view between the
randomly selected, telephone survey participants and the customers who chose to take part in the
online survey.
18
At least 50% (actually, at least 59%) of the telephone survey respondents selected 11 of the 21
words, or more than half. The words they selected at this level are scattered among a variety of
topics, including areas such as the Library’s purpose (“education” and “knowledge”), its
operating practices (“honesty” “integrity” and “reliability”) and the feeling one has when
accessing services (“comfort” and “people”).
While, on one hand, it is positive that typical residents associate the Library with a long list of
characteristics, it also indicates that the brand among this audience is not clearly defined.
The brand appears to be somewhat more clearly focused among the customers who participated
in the online survey. The words selected by at least 50% of this audience suggest the Library’s
brand, as they see it, is one of a good resource for users and a valuable member of the
community. Specifically, the customers’ words were “knowledge,” “affordability,” “education,”
“community” and “reliability.”
This different point of view will be important if the Library launches a campaign for a levy
increase. Area residents will need to better understand the “library of today,” and then connect
that understanding to the changes being proposed. They will also need to see beyond the walls of
the Library and begin to associate MCPL with economic and community development.
Online survey participants were also asked to identify a phrase or sentence they might use to
describe the Library to someone who was new to the area.
Given the high level of participation on this question – Jackson County, 4,759 responses; Clay
County, 2,544 responses; and Platte County, 1,236 respondents – the results were searched for
key words, to see what would be top of mind, as the respondent offered his or her description.
Words with a notable level of use were then divided into three groups, based on the frequency of
use. This question appeared after the segment where the survey provided the words. While many
of the words below are a repeat of the responses from that list, there are also some interesting
additions.
Those groups, and their key words, were as follows:
19
Tier 1:
 Resource
 Books
 Great place
 Reading material
 Friendly
 Convenient
 Staff
 Service
Tier 2:
 Learn
 Source
 Knowledge
 Good place
 Easy access
 Great access
 Helpful
Tier 3:
 Meet
 Kids
 Asset
 Nice
 Awesome
 Valuable
 Branches
 Great selection
Customers, most of whom are probably settled into a routine when it comes to the Library and
how they use it, will need to see how these changes will benefit them – specifically – and the
community. In other words, for example, “extended hours from 6 to 8 p.m. on Sunday” should
be the secondary message, falling in behind “Library hours that are a better fit with your busy
life.”
20
19. I’m now going to read a list of Core Values, some of which might come to mind
when you think about, for example, a specific business, a sports team, a person, an
organization or a public institution. These are words that describe how you see that
person or organization, based on how they live their lives or conduct their business.
They represent “who they are,” when you think about them. As I read each one,
please say, “Yes” if this is a Core Value that you would associate with the MidContinent Public Library system, based on what you know or what you may have
heard about from others. List was read and rotated.
Response
Knowledge
Affordability
Education
Comfort
Honesty
Integrity
Community
Quality
Reliability
People
Customer focus
Value
Entertainment
Responsiveness
Trust
Positive outlook
Family
Creativity
Fun
Connection
Commitment
Percentage
99%
97%
95%
75%
74%
72%
71%
68%
63%
60%
59%
46%
44%
42%
41%
38%
35%
28%
19%
16%
15%
21
Telephone and Online results
Results from the telephone survey respondents in rank order, along with the results from the online survey for the same
words, plus a breakdown of the online survey responses by county.
Response
Knowledge
Affordability
Education
Comfort
Honesty
Integrity
Community
Quality
Reliability
People
Customer focus
Value
Entertainment
Responsiveness
Trust
Positive outlook
Family
Creativity
Fun
Connection
Commitment
Overall
percentage/
Telephone
survey
99%
97%
95%
75%
74%
72%
71%
68%
63%
60%
59%
46%
44%
42%
41%
38%
35%
28%
19%
16%
15%
Overall
percentage/
Online survey
Clay County
Jackson County
Platte County
71%
62%
66%
37%
28%
27%
59%
43%
50%
34%
39%
44%
39%
33%
30%
33%
32%
27%
30%
26%
26%
71%
62%
67%
39%
29%
26%
60%
44%
50%
35%
39%
44%
42%
33%
30%
34%
34%
28%
33%
26%
27%
71%
62%
66%
37%
29%
28%
58%
43%
50%
33%
38%
43%
38%
33%
31%
32%
31%
27%
29%
26%
26%
69%
61%
64%
36%
28%
26%
60%
43%
51%
34%
40%
44%
39%
34%
28%
35%
29%
24%
28%
24%
27%
22
Topic: Statements that could be associated with libraries
To dig more deeply into the Library’s brand with typical area residents through the phone
survey, a “statement exercise” was then conducted.
The wording that introduces this section says that the sentences which are going to be read to
them are statements that “other people have said about libraries, based on their own experiences,
or on what they have heard about libraries from others.” After each statement, respondents were
asked whether they “Strongly agree,” “Agree,” are “Neutral,” “Disagree” or “Strongly disagree”
with what was said.
The sentences themselves were extremely diverse. For example, “Libraries…” “are great
partners for school districts,” “are in a state of transition,” “help foster a sense of community”
and “are important to the quality of life in a community.”
Looking at the combined “Strongly agree” and “Agree” percentages, all but one statement (“are
needed to bridge the digital divide,” with 45%) scored at 52% or higher. Seven of the statements
were at 90% or higher. This data suggests that most of the statements were viewed as an accurate
description of libraries and the various roles they play.
What is particularly informative from this exercise is a review of just the “Strongly agree”
percentages, which indicated which statements resonated the most.
Only four received a “Strongly agree” score of 50% or higher (in this case, it was actually 59%
or higher). Those statements were…”Libraries…”




Are great partners for school districts – 74%
Are a safe place to access all kinds of information – 68%
Are a great resource for accessing all kinds of information – 65%
Are important to the quality of life in the community – 59%
These results are somewhat more encouraging than the “word” exercise earlier, because these
highly rated statements cover both library services (statements two and three above), and the role
of a library (statements one and four).
Cross-tabulations are displayed for each statement, based on the demographic characteristics of
the respondent and on where he or she lives. In reviewing these cross-tabulations, it is important
to remember that the Margin of Error for each subgroup is more than 4.4% – sometimes
substantially more – because the number of respondents in that group is a small subset of the
total of 500 participants. As such, it is best to look for trends – such as a group whose scores are
all (or mostly) higher or lower than those of the other groups found within that subgroup.
23
Thank you for staying with me through that list. Now, I am going to read you some
statements that other people have said about libraries, based on their own experiences, or
on what they have heard about libraries from others. After I read each statement, please
tell me if you strongly agree with the statement, agree, are neutral, disagree or strongly
disagree. Let’s begin. Public libraries…Choices, except where indicted, were read to
respondents. Questions 20 through 33 were rotated, after which questions 34 and 35 were asked
– with no rotation.
20. Are important to the quality of life in a community.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
59%
35%
5%
1%
0%
0%
21. Are a great resource for accessing all kinds of information.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
65%
32%
2%
0%
0%
0%
22. Are needed to bridge the digital divide.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
31%
14%
44%
7%
1%
3%
24
23. Bring the power of knowledge to all people.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
49%
46%
4%
0%
0%
0%
24. Are significant partners in community-wide efforts, such as economic development.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
26%
42%
23%
8%
0%
1%
25. Are an underutilized resources in most communities.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
39%
51%
2%
5%
<1%
2%
26. Provide needed educational programming.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
32%
60%
7%
1%
0%
<1%
25
27. Are important to those who are searching for a job.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
17%
43%
22%
9%
1%
8%
28. Are an important resource for entrepreneurs.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
12%
40%
37%
3%
1%
7%
29. Help foster a sense of community.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
23%
54%
18%
0%
0%
4%
26
30. Are a safe place to access all kinds of information.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
68%
31%
<1%
0%
0%
0%
31. Are a good gathering place for people in a community.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
31%
44%
14%
9%
2%
1%
32. Are great partners for school districts.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
74%
23%
2%
0%
0%
<1%
27
33. Provide a personal approach.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
18%
58%
15%
3%
1%
5%
34. Are in a state of transition.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
24%
47%
21%
<1%
0%
9%
35. Are places that most people associate with checking out books and not much more.
Response
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Don’t know (not read)
Percentage
13%
71%
10%
2%
1%
4%
28
Cross-tabulation: “Strongly agree” percentage and combined “Strongly agree/Agree”
percentage for each statement about libraries. Results are presented in the rank order for
“Strongly agree.” Boldface type is used to provide some visual variety, making reviewing
this data easier.
Response
“Strongly
agree”
percentage
Are great partners for school districts
Are a safe place to access all kinds of information
Are a great resource for accessing all kinds of information
Are important to the quality of life in a community
Bring the power of knowledge to all people
Are an underutilized resource in most communities
Provide needed educational programming
Are a good gathering place for people in a community
Are needed to bridge the digital divide
Are significant partners in community-wide efforts, such as
economic development
Are in a state of transition
Help foster a sense of community
Provide a personal approach
Are important to those who are searching for a job
Are places that most people associate with checking out
books and not much more
Are important resources for entrepreneurs
74%
68%
65%
59%
49%
39%
32%
31%
31%
26%
Combined
“Strongly
agree/Agree”
percentage
97%
99%
97%
94%
95%
90%
92%
75%
45%
68%
24%
23%
18%
17%
13%
71%
77%
76%
60%
84%
12%
52%
29
Cross-tabulation: Combined “Strongly agree/Agree” percentage on the telephone survey for each of the statements about
libraries, by age of the respondent, county of residence and gender. Note: “n” equals the number of respondents in each group.
“Age” will not square with the “overall” score, because 15 respondents refused to answer this question.
Combined “Strongly agree/Agree” percentage
(Libraries…)
Overall
score
18-34
(n=89)
35-54
(n=209)
55 or
older
(n=187)
Jackson
County
(n=295)
Clay
County
(n=145)
Platte
County
(n=60)
Female
(n=278)
Male
(n=222)
Are a safe place to access all kinds of
information
Are great partners for school districts
Are a great resource for accessing all kinds
of information
Bring the power of knowledge to all people
Are important to the quality of life in a
community
Provide needed educational programming
Are an underutilized resources in most
communities
Are places that most people associate with
checking out books and not much more
Help foster a sense of community
Provide a personal approach
99%
100%
100%
99%
100%
100%
100%
100%
100%
97%
97%
99%
98%
97%
98%
96%
97%
98%
98%
97%
99%
97%
92%
97%
99%
97%
96%
95%
94%
92%
93%
95%
94%
97%
94%
95%
94%
98%
96%
95%
90%
96%
94%
94%
93%
92%
90%
92%
90%
92%
90%
92%
91%
92%
91%
91%
87%
98%
97%
92%
89%
92%
92%
84%
79%
83%
87%
84%
83%
85%
83%
85%
77%
76%
67%
75%
82%
74%
75%
80%
77%
75%
77%
77%
80%
85%
79%
78%
75%
75%
Are a good gathering place for people in a
community
Are in a state of transition
Are significant partners in communitywide efforts
Are important to those who are searching
for a job
Are important resources for entrepreneurs
Are needed to help bridge the digital divide
75%
66%
74%
79%
75%
76%
78%
76%
73%
71%
68%
71%
69%
69%
69%
71%
67%
71%
68%
67%
70%
75%
65%
70%
68%
71%
69%
60%
53%
57%
67%
57%
63%
68%
59%
61%
52%
45%
45%
45%
57%
46%
50%
42%
52%
43%
50%
50%
57%
38%
53%
45%
50%
44%
30
Cross-tabulation: Combined “Strongly agree/Agree” percentage on the telephone survey for each of the statements about
libraries, by whether or not the respondent has children under 18 in the home, and whether he or she has personally “used the
services of a library in Jackson, Clay or Platte County” over the last year. Note: “n” equals the number of respondents in each
group. “Presence of children in the home” will not square with the “overall” score, because 19 respondents refused to answer
this question.
Combined “Strongly agree/Agree” percentage
(Libraries…)
Overall
score
Children under 18
at home/Yes
(n=135)
Children under 18
at home/No (n=346)
Personally used the
library in the last
year/Yes (n=236)
Personally used the
library in the last
year/No (n=264)
Are a safe place to access all kinds of
information
Are a great resource for accessing all kinds
of information
Are great partners for school districts
Bring the power of knowledge to all people
Are important to the quality of life in a
community
Provide needed educational programming
Are an underutilized resource in most
communities
Are places that most people associate with
checking out books and not much more
Help foster a sense of community
Provide a personal approach
Are a good gathering place for people in a
community
Are in a state of transition
Are significant partners in community-wide
efforts
Are important to those who are searching
for a job
Are important resources for entrepreneurs
Are needed to help bridge the digital divide
99%
99%
100%
100%
100%
97%
99%
97%
100%
96%
97%
95%
94%
99%
96%
95%
96%
95%
94%
99%
97%
100%
96%
95%
89%
92%
90%
92%
87%
92%
97%
92%
93%
92%
88%
84%
84%
84%
84%
84%
77%
76%
75%
78%
79%
71%
76%
77%
76%
78%
91%
78%
77%
64%
72%
71%
68%
68%
70%
71%
68%
72%
71%
69%
66%
60%
58%
61%
62%
58%
52%
45%
57%
46%
50%
44%
57%
48%
47%
41%
31
Topic: Support or opposition to a levy increase proposal, if the election were
held today
The telephone and online surveys then asked respondents questions related to a potential ballot
issue for “construction and renovation projects throughout the entire library system, and for
increasing services to meet the needs of customers.”
The first question on this topic was (paraphrasing): If there was an election today on such a
proposal, how do you think you would vote? (The answer choices were “Strongly favor it,”
“Favor it,” “Neither favor it nor oppose it,” “Oppose it” or “Strongly oppose it.”) The same
general question was asked of the online survey participants.
The combined “Strongly favor it/Favor it” percentage was 56% for the telephone survey
respondents and 70% for the online participants.
No matter what their answer was, telephone survey participants were then presented up to three
possible tax increase levels that might be associated with this proposal.
Using the same answer choices (with “Lean favor” and “Lean oppose” added, should the
interviewer believe that would best describe the respondent’s views), participants were asked
how they think they would vote on a proposal, if it resulted in a tax increase of $35 per year for
the owner of a $150,000 home. The combined score of “Strongly favor it” and “Favor it” was
57%.
Those who selected “Strongly favor it” or “Favor it” (or who were placed in the “Lean favor”
category by the interviewer) skipped the other two tax questions, under the assumption that an
individual who supports a higher tax increase would also support a lower one.
Respondents who were against the proposal (or who were undecided) at a $35 per year tax
increase were then asked about a $22 per year increase instead, with the understanding that the
number of projects would be reduced and the expanded services would be more limited, if this
was the tax increase. Combining those who were supportive at $35 per year, with those who
became supportive at $22 per year, the “Strongly favor it/Favor it” percentage rose to 65%.
Those who continued to be in opposition, or undecided, were then offered a proposal that would
result in a $10 per year tax increase, with the understanding that the renovation/expansion
projects and the increase in services would be significantly less. The combined “Strongly favor
it/Favor it” percentage increased to 72%.
32
Taking the 4.4% Margin of Error into account, the increase in support from the highest tax level
to the middle level, and from the middle level to the lowest level, were both greater than the
Margin of Error.
That means two things:
First, the Library begins the discussion about a levy increase with a good foundation. The mood
of the county, the length and complexity of the November ballot, and the presence of any other
proposals that have a tax increase that appear on the same ballot will have an impact on these
results. But, at the time this survey was completed, the idea of such a proposal is met fairly
positively by typical residents.
Second, the tax increase level will be extremely significant, as voters make their decisions on the
Library’s proposal. The growth in support from tax increase level to tax increase level makes this
abundantly clear.
(This may seem like a statement that could apply to any proposal that includes a tax increase:
Cost will play a big part in the voter’s decision. However, if the change in support from tax level
to tax level was, for example, 1-2%, it would indicate that cost is less important than how the
voter views the proposal. It would also mean that the scores are, statistically speaking, identical,
because they are within the Margin of Error.)
The final ballot issue question asked both telephone and online participants how they think such
a proposal would do – no matter how they, themselves, would vote.
The news here is not terribly encouraging, as 45% of the telephone survey respondents and 53%
of the online participants said they thought it would either “Definitely pass” or “Probably pass.”
Taking the Margin of Error into account, the highest possible percentage on the telephone
survey, at the time it was completed, is 49.4% (looking at the optimistic side of the Margin of
Error). For the online survey, the results could dip to as low as 48.6% (looking at the pessimistic
side). In essence, no matter how you look at it, right now, the current level of support could be
insufficient to pass a proposal.
Taking the data in this section in total, the message is, “I would support it – and more so, if the
cost was lower – but I’m not sure how others would vote.”
33
36. Again, thank you for staying with me. We are almost done. My next question is this:
If Mid-Continent Public Library asked residents to support a ballot issue that
would provide funds for construction and renovation projects throughout the entire
library system, and for increasing services to meet the needs of its customers, how
do you think you would vote, if the election were held today? Would you…Choices,
except where indicated, were read to the respondents.
Response
Strongly favor it
Favor it
Neither favor it nor oppose it
Oppose it
Strongly oppose it
Don’t know (not read)
Percentage
17%
39%
25%
11%
2%
7%
37. What if the proposal resulted in a tax increase of about 35 dollars per year, for the
owner of a $150,000 home? If the value of your home is greater than $150,000, your
taxes for this proposal would be higher. If your home value is lower, your taxes for
this proposal would be lower. If a proposal that would result in a tax increase of
about 35 dollars per year was placed on the ballot by the Mid-Continent Public
Library, would you…Choices, except where indicated, were read to the respondents.
“Lean favor” and “Lean oppose” were added to the questions that included tax figures
to provide an option for a participant whose response would place them in one of those
categories.
Response
Strongly favor it
Favor it
Lean favor (not read)
Lean oppose (not read)
Oppose it
Strongly oppose it
Don’t know (not read)
Percentage
11%
46%
1%
2%
23%
3%
14%
34
38. What if, instead, the proposal was for fewer renovation and construction projects,
and included a more limited increase in services, and it resulted in a tax increase of
about 22 dollars per year for the owner of a $150,000 home? Would you strongly
favor it, favor it, oppose it, or strongly oppose it? Asked only of the 210 respondents
who did not answer “Strongly favor it,” “Favor it” or “Lean favor” on question 37.
“Lean favor” and “Lean oppose” were added to the questions that included tax figures
to provide an option for a participant whose response would place them in one of those
categories. Responses for the three “Favor” categories are the combined responses from
questions 37 and 38, under the assumption that an individual who is in favor of a higher
tax level would also be in favor of a lower one. Choices, except where indicated, were
read to the respondents.
Response
Strongly favor it
Favor it
Lean favor (not read)
Lean oppose (not read)
Oppose it
Strongly oppose it
Don’t know (not read)
Percentage
11%
54%
1%
2%
21%
3%
10%
35
39. What if, instead, the proposal was for even fewer construction and renovation
projects, and included a very minimal increase in services, and it resulted in a tax
increase of about 10 dollars per year for the owner of a $150,000 home? Would you
strongly favor it, favor it, oppose it, or strongly oppose it? Asked only of the 169
respondents who did not answer “Strongly favor it,” “Favor it” or “Lean favor” on
question 38. “Lean favor” and “Lean oppose” were added to the questions that included
tax figures to provide an option for a participant whose response would place them in
one of those categories. Responses for the three “Favor” categories are the combined
responses from questions 37, 38 and 39, under the assumption that an individual who is
in favor of a higher tax level would also be in favor of a lower one. Choices, except
where indicated, were read to the respondents.
Response
Strongly favor it
Favor it
Lean favor (not read)
Lean oppose (not read)
Oppose it
Strongly oppose it
Don’t know (not read)
Percentage
11%
61%
2%
<1%
17%
2%
7%
40. Why do you believe you would oppose a ballot issue for the Mid-Continent Public
Library that would fund construction and renovation projects, and an increase in
services? Asked only of the 95 respondents who answered “Lean oppose,” “Oppose” or
“Strongly oppose” on question 39. Responses were coded, based on common words,
phrase and ideas. Numbers, rather than percentages, displayed below.
Response
Don’t want taxes raised
Not needed/there are higher
priorities
Other (see below)
Number
58
26
11
Verbatim “other” comments
We should focus on the infrastructure.
I do not read books. People don’t support this kind of thing, unless they have children.
My son is 41.
36
I currently don’t use their services. Would not benefit me.
Kids are going to college, which is expensive. All current taxes are unfair. Home value
goes down, but taxes remain the same. They should try to raise the money some other
way.
Taxation is getting out of hand.
There are other needs within the county that are more important. Our roads need to be
repaired.
I don’t go to the library enough and wouldn’t benefit from it.
Mid-Continent Library services are not evenly available. They concentrate on one
location in each community and neglect other areas. In Lee’s Summit, they are closed on
Sundays. I want to know how they will improve their services and increase personnel and
materials. They are open on Sundays in Kansas City, Missouri. For example, the Red
Bridge Mid-Continent Library is open on Sundays.
I support and understand the importance of having a good community library, but what
they have is fine.
It is not something that I go to and I’m not crazy about more taxes.
More of my property tax goes to the library than for roads.
41. Whether you, yourself, would support it or not, what do you think would happen in
an election on such a proposal from the Mid-Continent Public Library, if the
election were held today? Do you think…Choices, except where indicated, were read
to the respondents.
Response
It would definitely pass
It would probably pass
It would probably fail
It would definitely fail
Don’t know (not read)
Percentage
2%
43%
20%
6%
29%
37
Telephone and Online
Cross-tabulation: Combined “Strongly Favor/Favor” percentages for general support of a ballot issue and for support at each
potential tax increase. Also, the combined “It would definitely pass/It would probably pass” prediction of results, if a ballot
was fielded by MCPL, by age of the respondent, county of residence and gender. Note: “n” equals the number of respondents
in each group. “Age” will not square with the “overall” score, because 15 respondents refused to answer this question.
Combined “Strongly favor/Favor” percentage
Overall
score
18-34
(n=89)
35-54
(n=209)
55 or
older
(n=187)
Jackson
County
(n=295)
Clay
County
(n=145)
Platte
County
(n=60)
Female
(n=278)
Male
(n=222)
A ballot issue in general/telephone
A ballot issue in general/online*
56%
70%
54%
56%
56%
57%
53%
55%
53%
59%
$35 per year tax increase for the owner of a
$150,000 home/telephone
$22 per year tax increase for the owner of a
$150,000 home/telephone
$10 per year tax increase for the owner of a
$150,000 home/telephone
57%
53%
58%
58%
56%
59%
60%
55%
60%
65%
63%
65%
66%
65%
65%
68%
63%
68%
72%
67%
73%
72%
71%
72%
75%
71%
73%
Combined “It would definitely pass/It would
probably pass” percentage/telephone
Combined “It would definitely pass/It would
probably pass” percentage/online**
45%
40%
49%
44%
44%
44%
53%
45%
45%
53%
*Ballot issue in general, online, by county: Clay, 68%; Jackson, 73%; Platte, 68%
**Likelihood of passage, online, by county: Clay, 52%; Jackson, 55%; Platte, 52%
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Telephone only
Cross-tabulation: Combined “Strongly favor/Favor” percentages for general support of a ballot issue and for support at each
potential tax increase. Also, the combined “It would definitely pass/It would probably pass” prediction of results if a ballot was
fielded by MCPL by whether or not the respondent has children under 18 in the home, and whether he or she has personally
“used the services of a library in Jackson, Clay or Platte County” over the last year. Note: “n” equals the number of
respondents in each group. “Presence of children in the home” will not square with the “overall” score, because 19
respondents refused to answer this question.
Combined “Strongly favor/Favor” percentage
Overall
score
Children under 18
at home/Yes
(n=135)
Children under 18
at home/No (n=346)
Personally used the
library in the last
year/Yes (n=236)
Personally used the
library in the last
year/No (n=264)
A ballot issue in general
$35 per year tax increase for the owner of a
$150,000 home
$22 per year tax increase for the owner of a
$150,000 home
$10 per year tax increase for the owner of a
$150,000 home
56%
57%
57%
58%
55%
57%
70%
65%
39%
49%
65%
67%
59%
75%
55%
72%
73%
66%
79%
64%
Combined “It would definitely pass/It would
probably pass” percentage
45%
47%
45%
50%
41%
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Demographics:
The final three questions – one of which was simply recorded by the interviewer, rather than
being asked – provided data on the respondent’s age, whether or not there were children under
18 in his or her home, and gender. This data was used to create the cross-tabulation groups.
My final two questions will help divide our survey responses into groups.
42. Is your age…Choices, except where indicated, were read to the respondents.
Response
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 or older
Refused (not read)
Percentage
2%
16%
19%
23%
21%
17%
3%
43. And, finally, do you have any children under the age of 18 living in your home?
Choices, except where indicated, were read to the respondents.
Response
Yes
No
Refused (not read)
Percentage
27%
69%
4%
44. RECORD GENDER
Response
Female
Male
Percentage
56%
44%
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Summary
The telephone survey of registered voters in Jackson, Clay and Platte counties, and the questions
from that survey that appeared on the Mid-Continent Public Library’s annual online customer
survey, affirmed the following:

The services provided by MCPL branches are greatly appreciated.

MCPL is an important member of the communities being served by its branches.

MCPL has strong leaders and the organization itself is always looking for areas where it
can improve.
This is outstanding news, because it means that both customers and average residents hold
MCPL in high regard. The Library is delivering what libraries are supposed to deliver: good
products and services, facilitated by helpful and friendly staff, in an organization constantly
seeking to improve and to be an asset to the community.
The downside is that neither audience appears to be interested in broadening that “definition”
very much. The data shows that customers are primarily focused on what the Library does for
them right now, while the typical resident has a positive, but rather basic, view of the Library.
Even the Key Opinion Leaders who said they consider MCPL to be superior to other libraries
also admitted that they don’t really have a point of reference for that statement. But, based on
what they see and hear, the Library’s performance is superior.
Two other, very specific issues surfaced from all this research.
First, those who spoke about how the Library has grown and advanced in what it provides were a
scant handful of the opinions shared. This appears in subtle ways scattered throughout the
surveys and the conversations, but it is very clear in the “How would you describe MidContinent Public Library to someone who was new to the area” question in the online customer
survey.
Words like “technology,” “Internet,” and “visionary” were nowhere to be found. This is more
evidence that the definition of MCPL is focused on the here and now.
Second, the idea of being an “asset” to the community split into two interpretations of that word.
For the most part, customers and typical residents who participated in their respective surveys
used the term more generally. They would likely say the same thing about all the public entities
and organizations that were discussed – they all make the community a better place to live.
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Key Opinions Leaders (and small groups of customers and typical residents) went further. They
see MCPL as a vital part of community and economic development efforts. Companies and
individuals who are considering relocation options are drawn to communities where the public
entities and organizations are good now and always working to get better, add more services, etc.
Any possible ballot issue will be greatly helped by expanding the brand of the Library. That’s
because happy customers and generally satisfied residents may find such a proposal unnecessary,
because “the Library is already great.” This will need to go beyond introducing residents (and
even customers) to existing services they may not use, or even know about. It must firmly
establish Mid-Continent Public Library as a key partner in the community and economic
development efforts.
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